Recharge Campaign

Client: argenx

Project type: Brand launch campaign

Role: Lead Designer / Art Director
Agency credits: minds + assembly — Boneli Lotilla (Design Director) + Jung Paek (Associate Design Director) + Michelle Bernstein (Producer) + Tim Tadder (Photographer) + BOOM (CGI)

Efgartigimod is the first and only treatment for patients with generalized myasthenia gravis (gMG). Efgart is a uniquely crafted treatment that leverages a fragment to bind to and block pathogenic IgG from binding to FcRn and restoring the neuromuscular junction (NMJ). This campaign sought to depict the mechanism of action—the points of activation—happening within the NMJ with the use of a cityscape radiating from the fragment. This campaign development took a little over a year to complete concept develop and market research all the way to launch!